7/27/2005 @ 10:15AM

Vodafone Hangs Up On Beckham

They don’t come more clean-cut than the celebrated fashion-plate and football (Yanks, read “soccer”) star, David Beckham. And if you go by the number of hits on a
Google
search engine alone, “Golden Balls” is the most famous sports personality on the globe. Surely he’s prime endorsement fodder? But the world’s second largest wireless phone services provider,
Vodafone Group
, will not be renewing its sponsorship deal with the famously moisturized, exfoliated and fully color-coordinated soccer star.

What lies behind their decision? It could be age. Soccer players have a shorter shelf life than many sportsmen, and most retire before the age of 35. Beckham is now 30, although there’s no sign his long-range free-kick skills are on the wane. Vodafone said the Real Madrid player’s contract ended by “mutual consent” at the start of July, following a three-year partnership that reportedly netted the England captain $5.2 million. “Following three successful years, Vodafone and David Beckham confirm that there will not be a further renewal of their sponsorship agreement,” Vodafone explained in a statement.

Beckham’s two-year contract, signed in 2002, was extended by another 12 months and covered the launch of the operator’s 3G services last year.

At Beckham’s former club, Manchester United, bitter-end supporters, still smarting from billionaire Malcolm Glazer‘s takeover, have been exhorting Vodafonethe club’s shirt sponsorto “hang up” on the U.S. billionaire. Campaign group Shareholders United thinks the wireless giant runs the risk of being connected with a “severely tainted brand” that will “reflect negatively on the company.” (see: “Man U Fans Urge Vodafone To Hang Up On Glazer“)

Beckham probably isn’t overly concerned. He still enjoys multimillion-dollar deals with
PepsiCo
and Adidas, and keeps his immaculately shaped stubble in trim with
Gillette
razors. More…